Sabrina Albert

BODYBASE, a Dutch fitness company and franchise formula with self-developed (reformer) fitness machines and a unique workout method. BodyBase has 7 high-end boutique studios in the Netherlands and a franchise location with the JW Marriott Marquis Hotel Dubai. We also bring the boutique experience to people's homes and into hotels with the AceLine home reformer and BodyBase on demand. WINNER Dutch Fitness Awards 2023/2024 in the category Best Boutique Fitness Club. The BaseLine® & AceLine® reformer machines are industry game changers. Development of the BaseLine began in 2018. We teamed up with Dutch Product Developers who are experts in the field of fitness equipment. The aim was to produce one machine which can do it all. A high quality, smart and sexy machine designed in The Netherlands, which drives results in a short amount of time so everyone at every fitness level can fit fitness into their busy lives. The AceLine, the first reformer which is also a cable machine and a suspension trainer. We wanted to create a reformer which is more compact, lighter, easily movable, with more functionality and easy to store on the wall with a chic look, to make it fit into any interior. The AceLine is suitable for homes, hotels and gyms. Find the Ace in Marriott Hotels. Our BodyBase Studios and Franchise Formula BodyBase, a high-end boutique fitness concept with studios in Amsterdam, Haarlem, Rotterdam and Hillegersberg. Unique through innovation, versatility, hospitality, fun-factor and balance. Ultimate Reformer Fitness and Reformer Pilates workouts on our own in-house developed BaseLine® & AceLine®. BodyBase, a proven boutique fitness concept, expanding globally through its scalable and innovative franchise model. It is my mission to MOVE, move and inspire YOU. I want to share my passion and create a place where you get the tools, the community, the inspiration, support and opportunities you’ll need to take you where you want to be.

Full service 3D communication agency; 3D capacity creates real-time, interactive 3D environments. The Virtual Scale Model offers free navigation/simulation/replication in a virtually built environment, much like modern computer games. With the Samsung GearVR you can experience the virtual reality anywhere, anytime. A combination of appealing (digital) content and interactive applications. Digital strategy, from concept, smooth implementation to execution can be created. Applications for multitouch tables and screens, applications for tablets and smartphones; all have their own advantages. An important central component is the content management system. Other 3D tools are high-end artist impressions (renders), animations and movie productions.

As NYLA, a Barre workout concept from New York and Los Angeles, wanted to enter a new market-Dubai, I was asked to set up the concept and do the launch in the UAE, due to my extensive experience in this market. This included licensing, health regulations, fit out, sourcing of suppliers, recruitment of the studio team, adjusting and implementing the concept from New York to the Arabian market, including locals as well as expats. NYLA's location, the NYLA House, 9,000 sq ft, should be home to the NYLA Method, the Barre Fusion workout and NYLA Kitchen - a healthy cafe concept, to achieve a healthy and active lifestyle. The NYLA House wanted to organize pop-up events and sell high-end unique fitness brands with a large retail floor. Other services on the 2nd floor of the villa included a Blow Dry Bar and an all natural mini-spa with holistic treatments.

I was part of the pre-opening team of the JW Marriott Marquis, a hotel with 1608 rooms, 10 restaurants and an event space of 86.000 sq ft. My responsibilities included setting up the event department in line with the brand strategy and local initiatives. Working on the critical path for the hotel to be on track with the opening schedule. Creating and implementing (local) standard operating procedures. Responsible of the recruitment and pre-opening training of the department. Running the day to day operations of the event department and overseeing event execution to guarantee a successful event. The event space included 2 ballrooms of a max capacity of 1200 and 1600 pax, 32 meeting rooms and 3 outdoor venues.

Being in an 'above property role,' I was responsible for the event departments of all European and Russian hotels (at that time 86 hotels). I worked together with HQ in Washington to amend their new initiatives to the European market and assisted the hotels with implementing these initiatives locally. 70% of my role consisted of visiting the low performing hotels, analyzing their problems and looking into an action plan to get their event satisfaction scores up. Every quarter I facilitated a 4-day event management workshop for the event teams in different parts of the region.

I was responsible for setting up the outside catering business of the hotel, and to get the name out in the market, as this was a new department of the JW Marriott. My role varied from sales, proactively looking for business, planning the event, leading the outside catering team, to managing the event execution. Among these events where daily desert events (wedding, private events, incentive travel up to 600 pax), exclusive catering for Domestic Management Companies, Royal Family, productions from AEG and other entertainment companies including concerts of Kylie Minogue, Maroon 5, Fergie (Black Eyed Peas), Santana, Deep Purple, The Dubai Jazz Festival, The Dubai Bike Show and a one month catering contract with Cirque du Soleil including backstage catering for all events. All these productions took place on a parking lot, as Dubai, at that time, did not have an arena or some other sort of event venue which could host up to 10.000 people.